How can TikTok help your business?

Are you on TikTok yet? If not, you might consider using it for your business, and I have some ideas and examples for you.

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First, a little about TikTok. The precursor to TikTok was an app called Musical.ly, which was launched in 2014 by Alex Zhu and Luyu Yang. Musical.ly allowed users to create and share short lip-syncing videos set to music. It gained popularity among teenagers and quickly grew to millions of users.

In 2016, the Chinese tech company ByteDance launched Douyin in China. This app allowed users to create short video clips, but it wasn’t until 2018 that ByteDance decided to expand globally with a rebranded version called TikTok. TikTok was essentially a merging of the ideas from Musical.ly and Douyin. TikTok was introduced to international markets in 2016, and it rapidly gained popularity, particularly in the United States and India. The app’s simple and engaging format, which allowed users to create 15-second videos set to music, proved to be a hit.

TikTok quickly became known for its viral challenges and trends. Users would create and participate in challenges, often involving dance or lip-syncing, and these would spread like wildfire through the platform. This viral nature helped drive its growth.

2020 was a defining year for TikTok. The COVID-19 pandemic led to a surge in usage as people sought entertainment and connection while physically distanced. TikTok became a platform for education, activism, and a source of lighthearted relief during challenging times.

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It’s true, 2020 was the year I started to watch TikTok videos. It was an easy way to pass the time when we were all stuck at home. At the time, it was all dance challenges and funny stories, but more and more businesses are taking to TikTok to share information and educate. Here is something I’ve always said:

Never be afraid to share your knowledge online.

A lot of people think that if they share their knowledge, that their customers will start to DIY all the things and they’ll lose business. And this just isn’t the case. Most people know how to mow their lawns and clean their houses, and yet lawn and cleaning services are still thriving businesses. And I see TikToks all the time about cleaning too. (CleanTok! I love it!)

Why could making TikTok videos help your business?

There are several ways that making TikToks can help your business grow, and I want to highlight a few here today.

1. Creates brand awareness

Brand awareness is the extent to which consumers are familiar with and recognize a particular brand. It represents the degree to which a brand’s name, logo, and other attributes are known to and associated with a company or product in the minds of consumers. A lot people discount brand awareness, but it’s really important. They say it takes an average of 8 “touches” to get an initial meeting (or other conversion) with a new prospect. When someone watches a branded video you’ve made, it makes an impact. It’s another “touch” and will be stored in the back of their mind, so that when something happens and they need the products or service, they remember your company.

2. Drives traffic to your website

When you make an informational video and share it on TikTok, you will start getting views. And if your viewers are interested, they’ll click through to your bio. And in your bio, you should have a link to your website. When people see something in a video that resonates with them, they will often take the extra step to find out more about you and your business.

Getting them to your website gives them more than a one-minute video information, they can research what you offer and possibly contact you for services or buy your products.

3. Creates positive associations with your company

Something I’ve said for years is that words are great, photos are great, but video creates a different kind of connection, something you can’t get from just text and photos. When you put someone’s voice to their face, it adds emotion to the experience and removes confusion about tone or intent that can be misunderstood in text.

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What types of videos should you make on TikTok?

Ok, so I’ve convinced you to start making TikToks! But what do you make? My best advice is to sit down and write up a list of the most common questions you ask on a regular basis and use TikTok to start answering those questions.

FAQ Videos

One of the easiest things to do in videos is to answer common questions with your own expertise. Are you in pest control? Answer common questions about how to get rid of ants. Do you have a cleaning company? Cleaning videos are actually really hot right now! Make some cleaning videos, showing different ways to clean different things. Are you a writer? Make a video talking about how to find an agent, how to find an editors, or how to self publish. Pool company? What about how to manage your chemicals or fix your pool pump? Are you a doctor? Highlight the ways different procedures can impact your health.

Before and After Videos

Everyone loves a good before and after video. If you offer any kind of in-home service, this is a great option for creating videos that create positive associations and brand awareness. Before and after pool cleanings, lawn service, landscaping, contracting, etc. Those are powerful ways to showcase your skill and affirm the importance of professionals.

Industry Trends

Tutorials

Creating video tutorials never goes out of style. People love to learn new skills, whether that is about home improvement, makeup, hair, landscaping, writing, or any other skill you may possess. Create a one-minute video on how to do something you are a pro at. People will love to learn from your videos.

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Tips for making good TikToks

• Keep it short. Yes, you can do longer videos now, but by and large people want to see videos of around 1 minute.
• Get to the point fast. There is nothing more irritating than someone spending a ton of time beating around the bush or talking about themselves.
• Use good lighting. Invest in a ring light if filming indoors.
• Get a microphone. People need to be able to hear you. Using even a tiny mic or even the microphone on your headphones is better than no microphone at all.
• Add your brand. Make sure to include your business name and preferably logo somewhere in the video, even if it’s just wearing your logo on your shirt or standing in front of your business or vehicle.
• Make sure you have a link to your website in your bio. In fact, you can even do a Linktree. If you have a website, you don’t need Linktree, you can make your own similar page on your website. Here’s the one we use for Sumy Designs.
• Engage with your commenters. If someone comments, you should respond in some way, even if it’s just to like the comment. Comments are a great source of new content for new videos, as you can make video responses to comments as well.
• Avoid controversial topics like politics and religion unless you are a candidate or member of the clergy.
• Stay in your lane. If you are someone making lawn care videos, don’t drop a random video in about your dog (unless your dog is helping with the lawn care, then definitely add that video) or do a video rant about the service at a coffee shop. Keep it professional on your professional TikTok.

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My one caveat when it comes to TikTok is that you shouldn’t just create an account to have an account. For TikTok to be beneficial to you, it needs to be beneficial to your audience. Be sure that you are using it to engage your following and creating content that will enhance your online presence, not detract. Making good video content isn’t easy, and will take time and dedication, but could end up being a huge boost to your business if done well.